In December, we announced the start of a beta test for Google Audio Ads. The beta has been going well and, in fact, the Audio Ads Team is looking for more testers. Advertisers who are interested in participating in the beta can sign up here.

In terms of feedback, the Audio Ads team has heard that beta testers like the simple and clean user interface and the targeting and reporting options. Beta testers also find the audio ad creation process easy and fast since it only takes them a few days to create their ads and launch their first campaigns (as compared to potentially weeks for traditional radio ads).

You might be wondering whether Audio Ads would be a good fit for your business. Instead of hearing it from us, we thought we'd let a current AdWords advertiser, Richard Swezey, do the talking. Richard is the Executive Vice President of Cequal, which created the Bed Lounge. Over the years, Richard had always made a point of exploring different advertising channels. Some made sense, some didn't. And some, like radio, looked like a good idea, but had limitations that seemed to offset the benefits.

We thought a lot about how to expand the reach of our message, and radio seemed like a great opportunity – it's a 'main stream America' type of channel, but we had zero experience in it. My impression was it was something for bigger companies, or at least companies with bigger pockets and a bigger appetite for risk. Then we learned about Google Audio Ads and thought 'not only does it address our concerns but we can custom fit it to our budget and marketing goals.' So we decided to take the big plunge into radio. We've been really pleased with the experience.

Sound intriguing? If so, check out our product site to listen Richard's audio ad, hear more advertiser testimonials, and sign-up for the beta test.